The marquee mixed-martial arts (MMA) competition, the Ultimate Fighting Championship (UFC) has inked a multi-year agreement with Black Rifle Coffee Company (BRCC), a company founded to support veterans.
As part of the deal, the brand has been designated the official coffee of the UFC.
This new marketing collaboration involves creative digital and social content, broadcast integrations, on-site presence, and more.
Evan Hafer and Mat Best, two former members of the US Army Special Forces, started BRCC with the goal of providing excellent products while also supporting causes that were close to their hearts, like helping veterans, active-duty military, and first responders.
Dana White, CEO of UFC, commented, “As I’ve gotten to know the team at Black Rifle Coffee Company, I’ve come to respect how they’ve built their business and the values they stand for. Taking care of the men and women who serve this country is something that has always been important to me and an issue I care deeply about. I’m proud to partner with a company like BRCC that is committed to helping veterans and others who have put their lives on the line and sacrificed so much to protect our way of life.”
The coffee firm actively seeks out and hires veterans, giving them valuable employment prospects as they begin to adjust to civilian life. This is just one of the ways the company helps veterans.
The business also provides assistance through partnerships, fundraising efforts, community development projects, and contributions.
Mat Best, said, “Embracing a shared commitment to excellence and service, Black Rifle Coffee Company stands as a trailblazer in crafting the standard of what it is to be a benefit corporation.
“We are immensely proud and excited to announce our partnership with UFC. UFC has revolutionised the landscape of competitive sports, and our collaboration aims to invigorate fans, fostering the creation of unforgettable experiences and lasting memories. Together, we fight forward with a shared vision of greatness for making a difference in the lives of those who served.”
Recently, the world’s premier mixed martial arts organisation also inked a multi-year partnership with Rizz Pharma.